On Thursday, Under Armour opened its first Canadian store. The space is located on the first floor of Toronto’s Eaton Centre and places a big emphasis on running.
Under Armour isn’t just bringing their stores to Canada, they’re also interested in Toronto as a city and supporting Canadian athletes. The company is currently working with three Canadian women and helping them to achieve success in running. Ashley Taylor (800m), Lanni Marchant (marathon) and Georgia Ellenwood (heptathlon) are all supported by the brand. Taylor’s photo is even featured front and centre in the store.
Marchant’s in the process of making a comeback to marathoning and doing so with the company’s help. In 2017, Marchant was at an Under Armour event when Michael Watts, Senior Manager of Athlete Performance, noticed something was off with her gait. Watts and the team put her through gait analysis testing, where they found her left foot wasn’t pushing off with any power. Marchant had experienced pain in her hip before, but past sports medicine experts had missed her injury.
The Canadian flagship store has running gear, training gear, a base layer section (how UA got their start) and Toronto-branded shirts and apparel. The store is also decorated with pieces by local artists that honour Toronto and the city’s running culture.
Josh Denton, the company’s Vice President of Global Retail, said: “We have purposely curated our retail experience for the Toronto market–from the moment you walk into our Brand House with a unique and immersive façade, to the elevated fixtures outfitted with our high-performance gear and our localized product, to celebrating our athletes in Canada and their dedication to their sport. We cannot wait to welcome our Canadian consumers into our new Brand House and outfit athletes in our cutting-edge collections.”
Under Armour is very focussed on running, and their store and shoes are definitely worth checking out. While supplies last, the store is giving away a printed Toronto t-shirt with a purchase of over $50.